Eastern Arizona College is a two-year college (that is beginning to offer 4 year degrees in Fall 2024) located in Thatcher, Arizona. Like every higher education institution, they are in a constant fight for enrollment, students, funding, and more in a saturated and competitive market. They first needed a new web presence followed by an entire marketing and enrollment strategy and campaign to help tell the college’s unique story and drive enrollment to continually fill the pipeline of interested students while increasing interest and enrollment in select programs. Utilizing the college’s unique small town feel and isolated geography we looked to a unique place for creative inspiration: tourism marketing. We built the foundation of the campaign around the idea “Destination EA” because Eastern Arizona College is ultimately the Smart Higher Education Destination. Grounded in location and intentful purpose the creative and digital marketing strategies follow the college’s unique positioning points: it’s affordability compared to state Universities, its small class sizes with responsive and personable teachers, and its small town rural environment.
PLAN // Brand Audit + Research / Brand Strategy + Positioning / Brand Voice + Messaging / Campaign Concept / Campaign Strategy / Content Strategy / Go-to-Market Strategy / Lead Generation Strategy / Market Analysis + Research / Stakeholder Management / Website Strategy CREATE // Art Direction + Graphic Design / Content Creation / Copywriting / Creative Direction / Motion + Animation / Photography / UI Design / User Experience (UX) Design / Video + Film DEPLOY // Advertising / Brand Guidelines / Broadcast / Digital Advertising / Direct Mail / Email / Event / Out of Home / Paid Media / Print / SEO / Social / Website Development
Thatcher, Arizona is on its way to nowhere. Three hours from Phoenix, two hours from Tucson, and four hours from El Paso. If you are at the college or in the city, it is because it was your destination. This idea formed the basis of the “tourism” campaign for the college called Destination EA.
